“Trust is a powerful intangible asset,” Allen Harris, CEO of Berkshire Money Management Inc. reminds financial planners. A Knowledge@Wharton special report describes three types of trust between financial advisors and clients:
- trust in know-how
- trust in ethical conduct
- trust in empathetic skills
“Trust is everything in the online world,” writes A.J. Agrawal in Forbes. In fact, Agrawal cites a recent Econsultancy study showing that 61% of customers read and trust online reviews when making a purchase. By producing quality information that’s true and reliable in every blog, you are making sure you yourself become reliable, Agriwal advises.
As business blog content writers, we can work to inspire three types of trust in the business providers and professional practitioners who hire use to convey their message:
Trust in know-how
Sharing know-how, I’ve found, is sometimes a cause for concern to some business owner and practitioner clients of Say It For You – they don’t want to come off boastful and self-serving or be perceived as using hard-sell tactics to promote themselves. But browsers on the Web “stopped” at your particular business blog because they need advice about a subject you know about, I remind them. Those readers want to feel trust in your know-how and professionalism and you won’t be able to help them until that trust happens.
Trust in ethical conduct
The second level of trust addresses the question all buyers ask themselves, “Do I trust you not to steal money from me and to deliver on your promises?” In training blog writers, I often use the example of job interviews. These days, interviewers focus less on the facts (which they’ve already read on the resume), but on how the prospective employee tends to function in various situations. Employers are trying to discover the person behind the resume. In the same way, readers who visit your blog are trying to learn about the business owner or practitioner behind the blog.
One way to address that need is to use opinion to clarify what differentiates your business or practice from its peers. Primarily, the blog has to add value, not just a promise of value should the reader convert to a buyer, but real value in terms of information, skill enhancement, or a new way of looking at the topic. Searchers will sense that they’ve come to a provider they can trust.
Trust in empathetic skills
In meeting a financial advisor, Tucker observes, potential clients are asking themselves, “Do you care about me?” Soft skills such as relationship-building and interpersonal communication are going to be more important in coming years than technical skills, he adds.. Your content helps visitors judge whether you have their best interests at heart. Even if you’ve come across as the most competent of product or service providers, you still need to pass the “warmth” test. Does your blog present you as “real people”, with a passion for serving in your field? In today’s click-it-yourself, do-it-yourself world, our content writing needs to demonstrate to online searchers that, in our fields, we ARE smarter than Google Maps, or eHow, or Wikipedia. Most important, we need to make clear, we’re a lot more caring for our customers – they can count on us!